Сергей Вовк

Best mother knows everything

The first serious assignment at school was researching the audience and developing the message for selling DLC-cards in GameStop network stores. Rediscovered for mysefl a whole world of computer games, plus these were my first attempts to figure out the local particularities. From me as a strategy guy a creative brief was needed, the ground for this was my own story. Here everything comes in - the audience, the insight, the message. The creative team was inspired and the problem was solved. Q.E.D.
 
 
Первое серьезное задание в школе - поиск аудитории и разработка сообщения для продажи ей DLC-cards в сети магазинов GameStop. Открыл для себя мир компьютерных игр заново плюс это были мои первые попытки разобраться в местной специфике. От меня, как стратега, требовался креативный бриф, основой  которого стала моя личная история. Тут вам и аудитория, и инсайт из нее и сообщение для них вместе взятых - в общем, креативы вдохновились неслабо и задача была решена. Что и требовалось доказать. 

Русской версии не будет, так как писалось сразу на английском, простите…

Let me tell you a story about my mom.
But it starts with me.

When I was in the age of going to a kindergarten, as all normal boys, I loved to play with fire. Literately I was obsessed with it like cavemen were when they discovered fire for themselves and found out about an opportunity not to eat burgers always with blood. I liked to stare at fire while it was making different things disappear right in front of my eyes. I think I could do this for eternity, and when you are a child you are just full of curiosity about the world around you and don’t know about psychic disorders which you need to cure.

But when you are a small kid, where can you find matches to fire something? Right, at mom’s kitchen!

To be honest I was stealing matchboxes and every time my mom knew it. I came back to home after my fire business and she was scolding me for playing with fire.

As a future planner I changed strategy and started to steal not the whole box of matches but only some matches, cause you can easily find a box to fire your matches.
And even after this when I came back home and my mom knew that I was playing with matches again. This her knowing started to scare me a little but I decided to continue my fire career.

Some time later and after repeated arguments with mom I totally changed my strategy. I decided to stop stealing from home and started looking for (and finding) matches on the streets.

But… Even after this when I was guilty as always at home my mom again was in the know that I was playing with fire again. And this time I was really freaked out and started to think about my mom as a some kind of god (who she was as she gave me birth). And I finally stopped playing with fire (the peak of my career was a summer beach on fire and escaping swimmers).

Years later when I was already at school and when I really tired to get closure with the thought that my mom knows everything I do (I think you know what I mean I asked her about this episode from my childhood.

You can’t find a simpler explanation - every time I played with fire I burned my eyebrows…

Добротные ростки/Speaking Christmas trees

A rare creative example when you’re not ashamed to be from Ukraine. But alas, only exceptional people can do this… And in general, streets like that are the future of advertising. Very cool, not to mention the social side of the campaign. A small street art act - Speaking Christmas trees by Banda:
 
 
Редкий случай креатива, за который не стыдно, что ты из Украины, но, к сожалению, на него в Украине способны единицы… И вообще, улицы в таком ключе - будущее рекламы. Очень круто, не говоря еще и про социальный аспект кампании. A small street art act - Speaking Christmas trees by Banda: